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Jeff Molander

So, you’ve decided to ‘get social’ with customers on the web, but how can
you build strong reasoning to support the decision? How can you get the
boss on your team and actively investing in social media at your side?

As part of the social web movement, marketers are increasingly becoming publishers. There are few who are pouring as much into multimedia (i.e. video) web publishing as Wisconsin USA-based Drs. Fosters Smith.

This seasoned, catalog-based direct marketer is investing in their own staff, production facilities and syndicating widely, on the Web with www.peteducation.com, and on national cable television.

I sat down with their online chief, Gordon MaGee to understand how the company cost-justifies and measures its continued investment in online video.